When driving visitors to a specific landing page of your website, it is important to ensure that the landing page is clean and professional looking, with clear and concise calls to action. You will want to make the most out of the landing page, which is especially true when there is a Pay per Click initiative in place. In other words, why spend advertising dollars to send traffic to a page that does not effectively encourage your visitors to complete some sort of actionable step?
So, what types of steps or action items should your landing page encompass? Below are a few that – in my opinion — every landing page ought to have.
Your landing pages are a very important part of your online marketing mix. Make the most out of them!
One of my favorite reports to run in Google AdWords to optimize campaign performance is the Search Query Report. You can run this report by clicking “See search terms” in the Keywords tab in your account. The Search Query Report shows you the actual keyword terms and phrases that users searched for when your Pay-Per-Click (PPC) ad shows an impression on the search engine results page (SERP).
From this report you can see which keywords have brought in the most conversions and even the cost per conversion. It would be best to pause any keywords that have a high cost per conversion and low ROI. Also, if you find that there are search terms which are bringing in conversions, but are not currently in your campaign, you should add these terms to your campaign. This will increase the quality score of your ad and therefore decrease the cost per click (CPC) of the keyword.
On the other hand, if you find search terms that are not relevant to your campaigns, you should add these terms to your negative keyword list. Doing so will increase your click-through rate (CTR) because your ads will receive more clicks without wasted impressions, thus decreasing your CPC as well.
Another way to use the Search Query Report is to check the match type you’re currently using for exiting keywords. Also, you can create more tightly knit ad groups based on common groups of search queries. The Search Query Report is an excellent tool to help optimize your paid search keyword menu and lower your average CPCs for your campaigns.
While it seems like summer is still in full swing and fall is still around the corner, the holiday season will be here sooner than you realize it. Before the fall weeks quickly fly by, it would be ideal to take time now to plan for the upcoming online holiday shopping season. Here are some recommendations on how to successfully plan your search engine marketing (SEM) campaigns.